Campaign Background and Summary

There is nothing more frustrating than a long term decrease of sales volumes of one of the most successful chocolate

covered wafer brands ever - Fidorka, which is without exaggeration a Czech and Slovak „family silver“ product, and a

real love brand with strong emotional bonding to consumers.

Widely known, it is one of four best selling chocolate covered wafers on these markets, which is proved by the fact

that 95% of all Czechs and Slovaks have eaten Fidorka at least once in their lives!!!

An unfortunate shift of Fidorka brand positioning to premium image and stress release emotional benefit, done earlier,

but also generally decreasing wafer market and economic recession contributed to a rapid decrease in sales and

brand equity. From brand perspective, consumers still knew Fidorka very well, however the brand was gradually

loosing connection with them, as well as its relevancy.

Fortunately though, this unique round shaped wafer has indisputable strengths, giving a great base to build on.

Throughout the years, some changes to the original have been introduced, but the brand kept its original name,

aluminium foil wrap and basic colour coding, which are traditional symbols many Czech and Slovak consumers

connect with their childhood years.

By that a clear direction ahead was set: Leaving previous luxurious/premium and stress release territory and leading

consumers to rediscover the original spirit of Fidorka and get them inspired to playfulness and fun that are in the core

of the brand. Remind them where the playfulness of Fidorka lays - rituals, spontaneous playfulness, and fun and

inspire them to jokes and impish pranks.